Different research institutions have different definitions of CRM system. CRM was originally proposed by GartnerGroup. As an authoritative research institution in the world, GartnerGroup defines CRM as follows:
Definition of CRM system: "Customer relationship management (CRM) is an enterprise-wide business strategy designed to improve profit, income and customer satisfaction."
We can see that Gartner emphasizes that CRM is a business strategy (not a system), involving the whole enterprise (not a department), and its strategic goal is to improve profitability, sales revenue and customer satisfaction.
The so-called CRM system is to provide an all-round management perspective for enterprises, give enterprises more perfect customer communication skills, and realize the maximum yield of customers. Customer relationship management is a long-term customer-oriented enterprise activity to enhance the success of the enterprise. One of its purposes is to help enterprises manage the sales cycle: attract new customers, retain old customers, provide customer service and further enhance the relationship between enterprises and customers, and use marketing tools to provide innovative and personalized customer negotiation and service.
CRM system is an indispensable platform for integrating technologies and tools to implement customer relationship management. Based on information technology such as network, communication and computer. The CRM management system of enterprise management communication can realize the seamless connection between different functional departments in the front and back office of the enterprise, and can help managers to better accomplish two basic tasks of customer relationship management: identifying and maintaining valuable customers. The CRM management system of enterprise management communication consists of five main functional modules: customer information management, sales process automation (SFA), marketing automation (MA), customer service and support (CSS) management and customer analysis (CA) system.
With the rapid development of information technology and the formation of customer-driven market, the competition faced by manufacturing industry is becoming more and more fierce. Many enterprises, after strengthening the management of finance, production, logistics and products through ERP, SCM and other management information systems, find that their marketing and service capabilities are insufficient, especially those fast-growing enterprises, which have established marketing and service networks all over the country, have more and more personnel, and their marketing expenses have increased rapidly, but their performance has improved slowly and customer satisfaction has declined. Building a marketing service system with combat effectiveness is a wise choice to break through the bottleneck of management and development.
CRM system emphasizes the establishment of a customer-centered modern enterprise, and judges the market demand by customer value, which is undoubtedly a hit-and-run thing for enterprises that are changing their strategy from "product center" to "customer center". Based on this, the enterprise management developed its own CRM management system.
To sum up, CRM system has three meanings: it is the guiding ideology and concept of new enterprise management; It is an innovative enterprise management mode and operation mechanism; It is the sum total of information technology, integrated management methods of software and hardware systems and application solutions in enterprise management. Its core idea is that customers are important assets of enterprises, and customer care is the center of CRM. The purpose of customer care is to establish long-term and effective business relations with selected customers, get closer to customers and understand customers at every "contact point" with customers, and maximize profits and profit sharing.
The core of CRM is customer value management, which divides customer value into established value, potential value and model value. Through the principle of one-to-one marketing, we can meet the individual needs of customers with different values, improve customer loyalty and retention rate, realize the continuous contribution of customer value, and thus comprehensively enhance the profitability of enterprises. Although CRM was originally defined as enterprise management strategy, with the participation of IT technology, CRM has become a management software and enterprise management information solution. So Gallup, another famous consulting company, defines CRM as: strategy+management +IT. IT emphasizes the position of IT technology in CRM management strategy. At the same time, it is emphasized that the application of CRM is not only the application of IT system, but also the enterprise strategy and management practice.
The implementation goal of CRM is to reduce the cost of enterprises through comprehensive management of business processes, and to attract and retain more customers by providing faster and more thoughtful quality services. As a new management mechanism, CRM has greatly improved the relationship between enterprises and customers, and has been applied in customer-related fields such as marketing, sales, service and technical support. At the same time, it has also led to a new round of warming in the software market and the rise of a number of star manufacturers such as Suda, 800 customers and UFIDA.